Search Among Easiest to Measure Channels, Study Finds

Share this article:
Internet search engine marketing is among the most easily measured marketing channels, according to a study issued yesterday by the Chief Marketing Officer Council.


Search marketing was grouped with direct mail, e-mail and Web marketing among easiest-measure activities. Hardest-to-measure marketing channels were advertising, sales and marketing collateral and branding activities, according to the study.


Titled "Measures+Metrics Audit -- Assessing Marketing Value and Impact," the study was a survey of more than 315 senior marketing executives at global technology firms. It found that 80 percent of those who responded did not have formal methods for measuring the performance of their market dollars despite spending up to 25 percent of their revenue on marketing.


Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

AOL Mobile Advertising Goes Native

AOL Mobile Advertising Goes Native

The company expands rollout of a native ad unit that will extend to its premium sites and those of up to 20,000 other publishers.

Delivering a Digital Experience That Counts

Delivering a Digital Experience That Counts

Three areas to master to deliver a digital experience that will gain greater customer engagement.

News Byte: Google Adds Upgrades to AdWords

News Byte: Google Adds Upgrades to AdWords

Rolling out over the next few months will be tools for mobile app engagement, automated bidding, and A/B testing.